Due to the success of TV’s “Wild Bill Hickok”, Wild Bill (Guy Madison) and his gravel-voiced sidekick Jingles (Andy Devine) on their horses Buckshot and Joker were given a half hour radio series as well with basically the same format as on TV. Andy Devine opened each episode by shouting “Wiiiiiild Biiiiilll Hickok.” He also delivered the opening commercial for Kellogg’s Sugar Corn Pops that led into another “rootin’ tootin’ adventure.”

The radio “Hickok” first aired at 7PM Sunday evening May 27, 1951, on Mutual. It later moved to 4:30PM until December 30, 1951, when it was so popular it was broadcast three times a week, Monday, Wednesday and Friday at 5:30PM EST. The show was back to Sunday night only at 5:30 from July 17, 1955, through February 12, 1956.

Notable radio actors like Cliff Arquette, Howard McNear, Paul Frees, Barney Phillips and Tyler McVey essayed other roles on the program. The noted voice of Charlie Lyons was the announcer.

During the period they sponsored the show, Kellogg’s featured photos of Guy and Andy on the front of cereal boxes and offered mail-in premiums of a Secret Treasure Map, miniature plastic gun replicas, litho buttons, photos, deputy marshal certificate and deputy marshal badges. There were also various cut-outs on the back of the cereal boxes. (Art spot by Bobb Lynes.)